The Study of Brand Recovery

• Main Authors: Pei-Chin Lo, 羅珮芹
• Other Authors: Pen-Che Liao
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/00083993645872658231

碩士 === 中原大學 === 企業管理研究所 === 96 === How should marketers use advertisement to recover the consumers’ negative impression when these consumers have negative impression for a new brand? This is an important task for marketers. There are three experiments in this study. In study 1, we compare the effects of brand recovery by way of comparative/non-comparative advertisings. In study 2 and 3, we focus the effect of advertising argument and advertising appeal. The results are as followed： 1. Under a positive initial impression, the comparative advertising has greater revision effect than non-comparative advertising. However, under a negative initial impression, non-comparative advertising has greater revision effect than comparative advertising. 2. When consumers have negative initial impression, the revision effects of consumers are not affected by the strength of advertising argument. Considering the consumers’ regulatory focus, promotion-oriented consumers have greater revision than prevention-oriented consumers under strong advertising argument. And prevention-oriented consumers have greater revision than promotion-oriented consumers under weak advertising argument. 3. When consumers have negative initial impression, the revision effects of consumers are not affected by the rational or emotional advertising appeal. Considering the consumers’ regulatory focus, promotion-oriented consumers have greater revision than prevention-oriented consumers under emotional advertising appeal. And prevention-oriented consumers have greater revision than promotion-oriented consumers under rational advertising appeal. The results of study are same as Muthukrishnan and Chattopadhyay (2007). These findings can help marketers to determine what type of advertisements they should use in different initial impression.